The social media activities were intended to make Sanofi more visible - with well-founded content, a strategic focus and flexible implementation. The aim was to generate more reach through relevant content, expand Sanofi's expert status and strengthen employer branding at the same time. The particular challenge lay in the continuous further development of the formats in the area of conflict between editorial planning and the need to be able to react quickly to changing trends and user behaviour.

We have developed a social media strategy based on long-term planning and agile communication in order to harmonise the depth of content with a high degree of flexibility. At the centre are overarching series of topics with a duration of several weeks that orchestrate relevant content across various formats - from posts to reels. This is supplemented by short-term content streams that pick up on current events and ensure a continuous presence in the timeline. Both formats contribute to a consistent branding that positions Sanofi as a credible sender - even for sensitive topics.

Thanks to our deep understanding of the content environment, we can prepare complex medical issues in a way that is appropriate for the target group and at the same time generate a high degree of relevance and emotionality.

The result is a lively, strategically managed social media presence that positions Sanofi sustainably in the industry. Over the years, an agile system of formats, processes and content has emerged that ensures both editorial efficiency and communicative impact. The collaboration between Sanofi and RYZE Digital is characterised by joint development - in terms of content, strategy and design.